Now, if you’re waiting in the queue for a trip on London’s iconic observation wheel, you’ll be treated to a state-of-the-art, 4D cinema show.

Pop on your 3D glasses and prepare for an amazing, multi-sensory film; the first of its kind to be made about London.

You’ll soar above the city alongside a rather leggy seagull, with real wind in your hair, swooping over landmarks like the Gherkin, London Bridge and, of course, the Eye itself. You’ll feel the ground shake as Big Ben chimes. Accompanied by music from Goldfrapp and Coldplay, the film then takes you on a journey inside the pods and along the South Bank. As children blow bubbles at you, real bubbles appear. When the weather turns snowy, shaved ice falls from the ceiling.

And when crowds gather to celebrate New Year at the base of the Eye, and fireworks explode across the impressive 7.1 surround sound system, that’s gunpowder you can smell. That’s right: smell-o-vision!

It’s a great film; much less gimmicky than it sounds when we describe the sensory stuff here, with some really beautiful shots of London.

The UK’s No.1 paid-for tourist attraction needs little more to enhance it. And yet today’s show demonstrated that the exciting team behind this groundbreaking film and the cinema that goes with it (the complete package cost a cool £5m) have hit the brief set by David Sharpe: “to make an excellent experience better.”

“I believe this will take our visitor experience at the London Eye to another dimension, and will not only delight first time visitors but also encourage many people to come back and “fly” with us again.”

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